Deciem reopens as Brandon Truaxe is removed as CEO

Deciem returns.

Following Deciem CEO Brandon Truaxe’s Instagram rant and subsequent request that all stores close and the brand cease operations, Estée Lauder applied for an injunction last week in the Superior Court in Ontario, Canada, requesting Truaxe be removed as CEO.

Estée Lauder, which has a 28 per cent minority share in beauty brand, was successful in their request with Truaxe removed as CEO and board member on Friday, October 15. All stores have since reopened, some 400 staff worldwide have returned to work and the website is back up and running. Nicola Kilner has stepped into the role of interim CEO.

Taking to Instagram, the company released a statement on the shuffle and noted that all operations have started back up and that while Truaxe has been removed from his position, the founder’s values will always a place within the company.

“We make beautiful products. But the reality is that before beautiful products, we are a team of beautiful humans with deep hearts invested so heavily and lovingly in Deciem. This love is what makes weeks like the last one so difficult,” the statement began.

It continued, “Following the court ruling on Friday we have now reopened all stores, offices, factories and warehouses. Together, we are committed to serving our customers, partners and everyone involved in this journey to the best of our humble abilities, and we are ready for the next part of our story to begin.”

It was an uncertain few days for fans of Deciem and its brands Hylamide, The Ordinary and Niod. While Truaxe’s Instagram calling the operations of the company into question has been removed, many of the founder’s more digestible posts are still there.“Brandon will always be the founder of Deciem. We will take the passion and values he has instilled within us as we continue to grow the brands we have created with transparency, integrity, authenticity, function and design,” the statement continued.

“Thank you from the very bottom of our hearts to each and every person who has continued to support our journey. We look forward to sharing what's to come with you. “Truaxe founded Deciem in 2013, receiving the Estée Lauder investment in 2017.

And while it’s been a tumultuous year for the brand in some respects, WWD reports that financially “as of July, Deciem was said to have about $300 million in sales, up from $140 million in December.”

While it’s unclear what will happen between Truaxe and his beauty brand, fans of Deciem were divided on the news with some airing concerns of price hiking now that Truaxe is gone and others noting they were back and keen to follow the brand’s Instagram again in the hope the brand would return to posting about skincare.

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